The phrase means something close to but no, not quite, and that small twist is why it works so well as a meme reply. Russian-speaking creators use it to answer an expectation with a playful refusal, and short-form editors have carried the same beat into reaction clips, fails and quiz-style videos where the audience is set up to expect one thing. Because the clip is only about a second long, it is easy to drop into a fast edit without slowing the joke, and its teasing tone keeps the denial light rather than confrontational.